Why Bridging and Staying on Message are Destined to Fail

19/09/12 10:43

There is a single word that explains why constantly bridging and staying on message are doomed as media relations tactics: convergence. That is why At Ease With the Media embodies the modern approach, rather than being message-driven.

At Ease With the Media teaches spokespeople to manage exchanges with journalists to win-win outcomes—assisting the journalist on one side while supporting the organization’s objectives on the other.

Spokespeople understand the value of answering questions clearly and concisely. They learn to strategically influence audiences through the journalist, but are flexible and adaptable to the journalist’s needs along the way.

Of course, they are taught to always protect themselves and their organization at every step.

As the embedded interview illustrates (if the interview isn’t visible at the bottom of this article, click here to go to the TV network site), prior to convergence, a spokesperson could get away with repeating the same thing over and over, especially when answering questions from a print journalist or providing a quote for a newscast.

Today, however, the rules have changed. A single article on a website can contain both the print article, which provides detail into the issue, and the actual unedited interview with the spokesperson. In this format, it becomes obvious that the spokesperson is avoiding all questions by stubbornly repeating the same thing over and over.

There are some lessons to be learned here.

If your media training consultant focuses on constantly bridging or is mired in staying on message, find someone else to work with. Your spokespeople and your organization deserve better.

The results of a modern approach are clear: better relationships with reporters, improved strategic outcomes, and effective risk management.

Finally, if you provide media training that focuses on constantly bridging, please continue to do so. Those of us who have moved beyond that paradigm will be happy to chip away at your customer base.